Minding Your Own Brand

What are you... Continued

Another thing to remember when picking a name is to avoid trendy names, names based on a fad, names that include current technology, or names that expire. Let’s face it, does anyone get the latest electronic equipment at the Hi-Fi Shack or Computers 2000? I don’t know many people who still want to go to the Cineplex, the Roller Disco, or the Bowladrome. These all may have been great names “in the day”, but now they seem dated and irrelevant. So unless your company offers a retro theme or wants to forever stay in a time warp, avoid these names at all cost.

A popular naming trend is the use of only initials. This comes from the success of companies like GE, IBM and AT&T. But unless you’re a “Blue Chip” company, this is probably not a good idea. Not many people want to buy from EDP NOW nor do they see ABC Office Supplies as unique. I can’t even guess what ADSP Inc. sells. Finally, AAA Computer Repair may get you the first listing in the phone book but does it really differentiate your service?

My entire family had very strong feelings about what the baby should be called and your company’s stakeholders do too, therefore you must choose wisely. Always remember to consider if the name is appropriate, will people be excited about it, does it sound good, will people relate the name with the products or services you offer, and is it the type of company name people want to associate with. If all else fails, ask for help. There many good companies who specialize in developing the perfect name for your business.

For anyone who is interested, the baby’s name is Nickolas and even though John Cusack had very little to do with the name, I hope my son grows up to be a buddy, the kind of guy you can trust, not someone who eats paste.

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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